Wrappers and Header Bidding, the New Programmatic Landscape presented by PubMatic

For such a young concept, header bidding, the technology which now allows publishers to entertain bids from multiple demand sources simultaneously to achieve higher yield, seems to already have enjoyed a long and fulsome life. From beginning as a technology which required execution on the client side, now there are also many server-to-server header executions. […]

The technology which allows publishers to entertain ad bids from multiple demand sources simultaneously has made in-roads to facilitating a healthy chunk of display ad sales in the last couple of years. So what is next on the radar for header bidding? The tech begun by deploying on the client side and for display ads […]

After programmatic ad-trading technologies have begun facilitating so much of the digital display advertising online, and have made in-roads to channels like online radio, some voices have started to wonder whether programmatic could, one day, power all media – online and off. For one publisher, that day may already have come. According to Conde Nast […]

Header bidding, the technology which now allows publishers to entertain bids for ads from multiple demand sources simultaneously to gain higher prices, has been operating for just about two short years. But in that time it has gained much favor amongst display ad sellers. Now it is ready to shake up one of the fastest-growing […]

It has only been around for about two years – but, already, header bidding, the technology which allows publishers to entertain bids from multiple ad buying sources simultaneously to achieve higher yield, is changing fast. Quickly cornering segments of the display market, now header bidding is ready to thread its way in to richer ad […]

It may have just bought ad-funded Mashable, but Ziff Davis’ portfolio was already stuffed with tech and lifestyle media brands. So how does the publisher plan to adapt to latest ad-tech trends? In this video interview with Beet.TV, Ziff Davis ad ops VP Michael Irenski explains the company likes to roll up its sleeves. Case […]

It took only a few short years of “programmatic” advertising for a new sub-variant, “header bidding”, to come on to the scene. But one publisher thinks that technology, which lets ad sellers entertain bids from multiple demand source simultaneously to achieve higher yield, should not be talked about as a distinct product. “Header itself, overall, […]

Tom Kershaw is deadly serious about header bidding. Last year, his company felt the pain of the new technology, which allows publishers to entertain multiple simultaneous ad bids for higher yield. Rubicon conceded it had been slow to roll out – an admission that sent its stock tumbling, forcing it to make wide-ranging lay-offs and prompting it […]

Header bidding, the ad-tech practice through which publishers are now able to entertain multiple ad bids simultaneously rather than in a waterfall sequence, has apparently worked wonders for display ad sales. But, for video, the situation looks altogether more challenging. For one, the VAST and VPAID tags on which client-side video depend impose time-out limits […]

In the last couple of years, header bidding, the ad-tech practice through which publishers are now able to entertain multiple ad bids simultaneously rather than in a waterfall sequence, has tantalised buyers and seller alike. But, whilst the technology is now getting more widely deployed on display ads, arrival in video ads will take some time. […]